Scotland’s tourism scene is thriving, and who can blame visitors for flocking to our bonnie shores? Stunning views, castles that look like they’ve jumped straight out of a fairytale, and the kind of food that makes your taste buds do a happy dance.
The visitor numbers are seriously impressive. In the first half of 2024 (January–June), we welcomed about 1.975 million international visitors. That’s a 14% increase compared to the previous year, and a 46% rise from 2019. What’s more, those visitors didn’t just come to take selfies with our Highland cows; they spent a cool £1.5 billion, marking a 2% increase year on year, and a 30% rise when adjusted for inflation. It’s clear – Scotland’s tourism industry is booming, and we’re not stopping anytime soon.
This growth reflects the vital importance of the visitor economy – a key driver of local jobs, investment, and community resilience. It supports one in 11 jobs and one in 11 businesses across the country. That’s why VisitScotland’s recently announced corporate plan for 2025 – 2028 focuses on sustainable growth through place development, business innovation, and international market leadership. Whether it’s regenerating rural areas or facing into the climate crisis, tourism is playing its part.
But how can you stay ahead of the pack and grab the attention of those wanderlust-filled travellers, we hear you ask?
Don’t worry, team Flourish has got you covered. Here are the trends we’re keeping an eye on and how you can use them to supercharge your marketing strategy – all while aligning with VisitScotland’s strategic priorities.
The community connection
After a couple of years of isolation (thanks, 2020), people are craving connections again – both online and face-to-face. It’s like we’ve all realised how much we actually like hanging out with other humans. Combine this with the rise in solo-travelling. The American Express 2024 Global Travel Report stated that 76% of millennials and Gen-Z are planning to take a solo trip and you have an opportunity to appeal to many, by bringing them together with like-minded, fellow travellers.
Perhaps you create an experience that brings people together, something that’s as enticing and accessible to a solo traveller as it is for a couple or family. Or perhaps it’s creating connection and community with your online presence, designing content that’s tailored especially to small groups that is so personalised, it feels like you’re talking directly to them.
Take “make your own souvenir” workshops, for example — like weaving on Harris or throwing your own pottery. These kinds of hands-on experiences are naturally social. They spark conversation, encourage shared learning, and leave visitors with something they can take home and treasure. They’re especially popular with slow travellers and those looking to add a little meaning to their getaway.
Community-based and experience-led tourism like this is exactly what VisitScotland’s place and destination development strategy supports — helping attract investment, reduce pressure on hotspots, and enhance the overall quality of life for locals and visitors alike.
Hyper-targeted storytelling
Society is becoming more and more used to hyper-personalised everything; the emails we receive, the ads we are served – they’re all targeted towards who we are and what we’re interested in. And in time we’ve come to see the value of receiving content that is relevant and interesting to us and dare we say that we’ve begun to look forward to it.
This means that with the right messaging, for the right people, you can truly resonate with different audiences, in a way that meaningfully converts into sales or traffic. Wave goodbye to a one-size-fits-all approach to your content and start speaking directly to niche groups of people.
What makes your destination or experience truly special? In Scotland, it’s more than castles and coastlines — it’s the magic in our skies. Think about what sets you apart. Maybe it’s the chance to see the Northern Lights dancing above your venue — a rare and unforgettable moment made possible by Scotland’s clear, unpolluted skies. That’s something your audience will never forget.
Now, who are you speaking to? Are they whisky lovers, Munro-baggers, seafood seekers, stargazers, or folk music fans? Tap into their passions. Understand their values — whether it’s sustainability, authenticity, or adventure — and give them something that hits the mark.
Short, snappy content is king right now. Think videos under 10 seconds that pack a punch: a dram being poured beside a roaring fire, boots hitting the trail at sunrise, a gasp as the aurora borealis streaks across the sky, or a fiddle tune rising up in a candlelit ceilidh.
This supports VisitScotland’s international market development efforts, keeping Scotland top of mind for emotionally-driven, value-based travel. And the better you know your audience, the more you’re contributing to the wider success of Scotland’s brand on the world stage.
Off-peak experiences
Off-peak travel is having its moment — and it’s not hard to see why. More and more people are choosing to skip the crowds and save a bit of cash (because who doesn’t love lower prices and quieter, more relaxed experiences?). With inflation touching every part of life, the appeal of shoulder season travel has never been stronger.
For years, tourism has been trying to fill the gap in the quieter months — now you have your moment in the sun. It’s time to make the most of it.
But as well as when tourists choose to travel, there’s also a shift in what time of day they want to explore. Coined ‘noctotourism’, after-dark experiences are growing in popularity — helping visitors squeeze every drop out of their trip. From late-night museum openings to twilight wildlife tours or evening access to usually daytime-only spots, travellers are embracing the mystery of the night.
And in Scotland, that mystery runs deep. Under starlit skies, ancient castles take on a new life, and centuries-old myths and legends feel closer than ever — from whispers of the selkies by the shore to the shadowy glens that might just hide a kelpie. After dark, Scotland isn’t just scenic — it’s spellbinding.
VisitScotland’s visitor management programmes, including the Rural Tourism Infrastructure Fund, are helping to support this shift — easing peak pressure, enhancing rural infrastructure, and enabling year-round discovery across Scotland’s diverse regions.
Wellness tourism
There are lots of different subgenres being talked about in this arena – soft travel, silent travel, and calmcations – but they all have a shared aim: to enhance your wellbeing. More and more people are seeking experiences and travel that aids their wellness, whether it’s the focus of their entire trip, or built into part of their day.
Think about what your offer could be in this space or build it into your messaging. Great examples of this are walking tours being listed as ‘gentle strolls’; hotels like Citizen M building personalised ‘sleep rituals’ for guests using the existing tech built into their rooms; or simply the act of encouraging guests to tune out from their phone and engage wholeheartedly in the activity, visit, or experience at hand.
This is no longer a niche trend – it’s a core desire of the modern traveller, and the quicker you can highlight how you will help your guests to be well, the better it will be for business!
VisitScotland’s business and experience development strategy directly supports this growing trend — with a new national programme to help Scottish businesses become more sustainable, export-ready, and product-focused in areas like wellness, nature, and culture.
We have a lot of experience in the tourism industry – so if you’re a business looking for marketing support, please reach out. We’d love to hear from you.
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